Launched with Confidence

A story published on Newell Brands’ internal digital platforms about the launch of the Graco SnugRide SnugLock Infant Car Seat.

Click! That’s the sound of a secure car seat installation and game-changing feature of Graco’s latest innovation, SnugLock – a new car seat base launched with SnugRide Infant Car Seats to provide parents hassle-free car seat installation and give them confidence their car seat has been securely installed.

Launched in January, this addition to Graco’s award-winning SnugRide Infant Car Seat line is the first infant car seat innovation for the brand, which has recently focused on innovating toddler car seats. 

So what makes SnugLock innovative?

In short, the SnugLock innovation centers on statistics and helps solve a major concern amongst moms and dads. A recent study by the National Highway Traffic Safety Administration (NHTSA) found 49 percent of infant car seats were incorrectly installed. 

Our Consumer Marketing Insights team has found anxiety to be high amongst parents with correctly installing their car seats as it can be confusing and complicated. According to the 2015 Habits & Usage-Based Study, 92 percent of moms ranked ‘Easy to Install’ as a top 2 box in importance when thinking of their ideal infant car seat.

“Moms and dads have a lot to worry about and the safety and comfort of their child in the backseat should not be one of them,” said Erin Varano, Brand Marketing Director, Graco. “The SnugRide SnugLock Infant Car Seats and Bases help eliminate the guesswork often associated with car seat installation and provide parents peace of mind that their baby is secure when they take to the road.”

The new Graco SnugRide SnugLock Infant Car Seats have been designed to help reduce the NHTSA statistic with a hassle-free installation process using either a vehicle seat belt or LATCH. And in three simple steps, parents will hear that “click” sound and feel confident their car seat has been securely installed.

So how does SnugLock work?

Simply attach to your vehicle using seat belt buckle or LATCH, tighten so there is no slack, and lock down the SnugLock arm. When locking down the SnugLock arm, there will be a “click” sound serving as an audible cue that the job is done. Adding to the installation ease is a 4-position, spring loaded, adjustable recline base; an easy-to-read level indictor; and LATCH.

There are also features to help keep little ones comfortable and protected. The new Graco SnugRide SnugLock Infant Car Seats include removable head and body support, which helps provide proper fit for smaller infants. The car seat is also equipped with a Silent Shade canopy that easily adjusts to keep the sun out of the baby’s eyes during car rides and strolls. And as an added benefit, this shade is made of smooth fabric, ensuring that the baby won’t be disturbed when the shade is being adjusted.

What can we expect to see from SnugLock?

Since its launch earlier this year, the Graco SnugRide SnugLock Infant Car Seats and Bases have received 5 stars across major online retailers – a rare achievement and promising indicator for the well-received SnugLock innovation, which is set to expand in the Canada market in January 2018. 

Graco released its SnugRide SnugLock television advertisement on March 1, which will air until April 2 and communicates the one-click confidence provided by the Graco SnugRide SnugLock Infant Car Seat. Throughout the five weeks, the 15-second spot will be shown across highly rated channels that appeal to the moms/women ages 18-34 target market (TLC, E! and Lifetime). When tested, the SnugLock ad ranked in the top box for both awareness and persuasion, specifically 92nd percentile for persuasion.

SnugLock has received a $3.4 million investment in A&P, and the ad itself is expected to receive $2.9 million in POS and a 25 percent registry lift. Overall, the Graco SnugRide SnugLock Infant Car Seats and Bases are projected in receiving annual net sales of $27.2 million, with an estimated 30 percent POS lift and 25 percent registry lift. 

With all that said, we can confidently expect a bright future from SnugLock as the Graco team expands the new innovation across its car seat business and ultimately continues to unlock new growth opportunities.